Direct choice: Google Maps for mobile.(Google Inc.)(Brief article)

When Google took on experiential agency Sense to raise awareness of its mobile services, the industry's curiosity was piqued. This was the first time the company had employed a below-the-line agency.

Google has no formal brand guidelines; it simply requires everything it does is 'Googley'. Sense responded by devising an uncluttered, friendly and inviting tour of London's parks and squares over a two-week period in July.

The destinations were marked with a big red pin (designed in the vein of the one used to mark your location on Google Maps), an array of coloured bean bags and a subtly …